In the world of fashion, luxury brands, excess and opulence, brands must shout louder and louder – or at least create something dramatically different and new – to be heard, to be noticed, to cut through the noise, to make an impact.
Moderation or modesty have never been Karl Lagerfeld’s style (an iceberg from Sweden being among his best-known past props), so once again this year, he selected a buzz-worthy location to showcase Chanel’s 2014/2015 cruise collection.
This year’s event was a glitzy do with wall-to-wall actresses, stars and princesses and 300 representatives of the world’s most influential fashion media, on a manmade island – THE Island – off the coast of Dubai.
For one night, and sparing no cost, Chanel miraculously conjured up running water, palm trees, luxury shelter and yes, also a full-scale fashion show with all the necessary AV and ambiance.
And yes, plied with that much gutsy craziness, star power and money, the world’s media has, indeed, noticed. Most likely, Chanel and Karl would call it a success. The rest of us are still slightly blinded by the glitz, wondering how far brands are willing to go to gain attention. – Tuija Seipell.